Nuts4Nuts is a NYC staple, but you wouldn’t know that from a simple Google search. Starting this role it was evident that there was a disconnect between the brand’s IRL and digital presence. Collaborating with Nuts4Nuts owners, we decided to use Instagram and email as the brand’s digital outreach, and strengthen the real life connection between the sweet honey-roasted Nuts and New York City in the online world.

Knowing that our goal was for NYC to play a bigger role in the brand’s identity, I decided to use visual and text based imagery associated with the city in the content. Collaging with original and found images, butcher paper texture, and product photos, I created a new social media visual identity that would be cohesive and up to date with trends. This identity had humor, grit, and most importantly spoke to Nuts4Nuts’s importance to NYC everyday life.

Running a social media account successfully means not only making posts, but engaging with the community that follows you. I took on community management in my role to build relationships with other food vendors, fans, and New Yorkers that invest in the brand. I ran a series where we reposted artwork nut lovers posted of Nuts4Nuts, which led to a collaboration with a photographer making a zine of NYC street food. We eventually provided free nuts along with Sabrett hot dogs at an event run by the zine photographer Maxwell Schiano to raise funds and awareness for the Street Vendor Project, a member-led org fighting for just working conditions for street vendors in NYC.